Liverpool has restructured its commercial partnerships in the betting sector by amending its current deal with 188Bet, while agreeing a new contract with Paddy Power, reports SportBusiness. 188Bet had previously served as the Reds exclusive global betting partner, but has signed a new two-year deal to become its international partner. This allows Paddy Power to return to the club as Liverpool's official betting partner for the UK, Irish and Italian markets, with its contract also running for two years.
Liverpool said the structure of the deals reflect an evolution in its ability to offer fans a geo-targeted betting experience.
"The betting category has always been an area where the club has enjoyed great success, particularly in the digital space," said Ian Ayre, Liverpool's managing director.
"We took the decision to invest heavily in our website in order to accommodate multiple betting partners, and that decision is vindicated in the uplift in fees that we have seen. Liverpool FC has a huge international following so we are glad to be able to help fans enjoy their betting experience wherever they are around the world. We look forward to working with both parties to support our mutual goals."
Paddy Power, spokesperson for Paddy Power, said: "We've built our name on our commitment to offering unbeatable value and entertainment, not least through our money-back specials and justice pay-outs, which have seen us give millions back to punters over the years. Liverpool FC share this history and passion for delighting fans above all else and therefore we're extremely excited to partner with them."
Nigel Singer, 188Bet's managing director, added: "We are delighted to extend the partnership and excellent working relationship with Liverpool FC. The club has been a key driver for us to engage football fans, both in the UK and globally, over the past three seasons. Liverpool FC is an iconic global sports brand and this extension of our partnership represents a perfect fit for the 188Bet international brand strategy."
